Design with creative logic.
I believe that the creative process must be driven by logic (I am German after all, and we are nothing if not practical). As well as dreaming together, we also do important groundwork that brings clarity to your overall vision. Whether we are working on your brand, an editorial project or a website, your project will encompass three considered layers of thought.
1. Your Purpose
To start, we turn the spotlight on you. I get to know you and your business, so I can truly understand the why, what, who and how. As we define the purpose of your project, you can trust me to listen first and deliver feedback with 100% honesty. This is as much for my benefit as yours—my clients regularly comment that this part of the process brings them clarity and direction for the future. For a taste of this stage, download my free Brand Journal.
2. Cultural Depth
Once I have tuned into who you are and what you need me to bring to your project, I start researching. My cultural vernacular brings depth to the process, paired with strategic thinking. This process takes me deep into typography, emotional cognisance and your industry. I distill all this research and inspiration into a layered strategy for your project. This step is directly guided by the ideas, values and goals set forth in stage one.
3. Refined Approach
One of my favourite quotes is by J, Franklin, who said: “Simplicity, carried to an extreme, becomes elegance.” Harnessing my love for detail, I polish your design until your brand is true to who you are. Whether it needs to be cleaner, lighter, friendlier or more confident, I won’t present a concept until I am confident that the intention of the design is clear. This final stage allows the nuances to shine and leaves room for your story to be seen and heard.